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Conversion copywriters and lawyers are first cousins. Some copywriters don’t like this association but that doesn’t change the fact we’re connected.
When fighting a case the lawyer has to rely on the truth but is allowed to focus on different aspects of the truth. This is exactly what the copywriter does.
Successful lawyers are suspiciously good at carefully constructing the case. They know how the case is constructed (what is revealed first and what comes later) is really important. Conversion copywriters should be using this technique too. After all:
For those of you who prefer learning in video format we’ve made this video:
So this happened to me today:
The battleground is the product page because beyond the product page the shopper knows she will need to pull out her credit card.
This means the product page is the last chance I have, as a copywriter, to convince the buyer.
My job then is cut out— I need to craft a sales pitch that’s so complete and so persuasive that by the time the buyer reaches the bottom of the description she’s ready to take a leap of faith in my incredible invention.
I find it incredibly useful to learn through analogies, so maybe this will help you too.
I like to imagine a courtroom drama where I’m playing the role of the lawyer and my job is to convince the Jury of my peers.
The reality is that the jury is a little biased against me (totally understandable).
The only tool I have available to me is the truth but what I can do is this:
— Think of ways of making the truth interesting
— Decide on what aspects of the truth I’ll give more emphasis to
— Decide the sequence in which I’ll unfold my story
When I look at writing product page copy using this courtroom analogy I find it leads me down very interesting paths.
We hope you enjoyed this article that connected copywriters and lawyers.
We’ve spent the last 13 years in our marketing lab, experimenting on online shoppers. We’ve learned a crap ton and are ready to share those learning.
Here is a recap of everything we’ve learned:
Revelation 1: The most important page on your entire site is your product page. To understand why this is, read this post: Product Page Optimization.
Revelation 2: For every 1,000 product pitches encountered the shopper buys one item (and we’re being generous). If you want the consumer to choose your product your need to convert your product description into a sales pitch. That idea is explained in this article: Sales Pitch Construction Kit.
Revelation 3: The article above revealed how to construct the perfect sales pitch. Now, this killer pitch needs to be infused into your product page. We have just one chance to convert this visitor (only 15% of visitors ever return). Read this next: Applying Your Sales Pitch.
About Frictionless Commerce
We deliver an unfair advantage to technical product DTC brands (for example, Dyson) by improving advertising effectiveness by 20% in 90 days. This is achieved using a buyer psychology conversion copywriting framework. All paid traffic eventually reaches the product page and this is where we strike. Our process.
If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.
If you want to make your life easier and still increase conversions, jump on a call.